SVM Group Company Outreach

The brief

SVM Group, the animal care specialist, needed companies found on more than one kind of site, then reached with a marketing email that belonged to that company.

A copied template does not do that. Neither does a spreadsheet of names that still has to be written by hand.

The challenge

The sites do not share a layout. The email still has to read as if someone looked at that company.

• A different page shape on every source, and the same kind of company record out the other side
• An HTML template that fills itself from what the finder actually read
• The note is about that company's marketing needs, not a paragraph pasted onto every name
• A send that remembers who already received one, so the finder does not write them twice

How we approached it

We split it into three steps that share one record. Find the company. Write the email. Send that email.

Each site has its own read, because the pages are not the same. What leaves the finder is the same shape every time: who they are, where they were found, and the public facts the letter is allowed to use.

The writer takes that record and fills one HTML template. The design stays. The marketing point changes with the company. The sender delivers the HTML that was just written, and keeps the send.

What we built

An in-house algorithm, not a rented list. It scrapes the sites SVM Group pointed it at, turns each company into a record, generates the HTML, and sends it.

The same idea sits behind a web scraper when a team only needs the rows. Here the row is not the end. The email is.

Results

The finder runs on the sites they chose. We do not publish how many companies it found, or how many replies came back.

In use

A new site is another read on the same algorithm. The HTML template stays. The company, and what the letter says about their marketing, does not.